Business leads can often take a while to yield a sale or even contact. Many companies have developed a lead nurturing cycle that helps to keep leads on board without pushing them too hard into the sales cycle before they’re ready to buy. What are some things that you can do to run a more effective lead nurturing cycle?

Keep leads in the loop. Make sure to keep all your prospective buyers (that’s what leads are, after all) up to date on all news relevant to them and the product or services they may be interested in. They may be more interested in buying if you update them on new features that you offer.

Build authority. Leads are more likely to buy from a company that they feel comfortable with and building authority and expertise in your industry is a great way to do so. Including links to industry news and not only your news shows that you have your finger on the pulse of current events in your field.

Make it personal. It’s true that most campaigns are managed my marketing automation tools, but don’t forget to keep your contact personal as well. Check in with your most promising leads with a personal email from time to time.

Tell don’t sell. The lead nurturing cycle is pull marketing, not push marketing. These leads are interested in your product, so you have no need to be pushy or aggressive with a sales pitch. Keep them informed and up-to-date and they will eventually come to you as a customer.

By implementing these 4 tips, you can increase the effectiveness of your lead nurturing campaigns to gain big wins for your business.